How To Promote Your Blog – Part 2

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There are a number of ways to make the most of your blog posts. Once you’ve shared on social media, encouraged social sharing, built your e-mail marketing list, reached out to Influencers, worked on freshness and backlinks (see https://brilliantbusinessblogs.com/2019/08/05/how-to-promote-your-blog-1/), here are more ideas to reach a wider audience:

1. Content Repurposing

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Content repurposing is turning your blog posts into another format to attract more traffic and continue to promote your content on a regular basis.This can include:

Infographics – use tools such as Piktochart, Canva or Visme to convert an Interview blog post into an Infographic, and publish the infographic on another platform to reach a wider audience. You can display graphs, flow charts, tables, maps, icons or timelines as Infographics.

Videos – film a team member discussing the key points in your content and upload it to YouTube (see https://brilliantbusinessblogs.com/2018/11/08/video-marketing-what-to-post/ for top tips on Video Marketing).

Podcasts – record yourself reading your blog post, and turn the recording into a podcast episode, using tools such as Audacity, Buzzsprout or Zencastr. Embed the recording at the top of your blog post, for visitors who’d rather listen than read.

Slideshare presentations – take highlights of your content and turn it into a webinar slide presentation using Slideshare.

PDF Downloads and E-Books –
turn multiple related posts into a useful pdf download or e-book, using software tools such as Web2pdfconvert or Webpagetopdf and Blogbooker, Pressbooks and Scrivener.

2. Popular Social Bookmarking (directory) Sites

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Social bookmarking sites allow users to post their favourite stories, images, and videos, and organise them by tags. Users can take these ‘bookmarks’ and add them to their collection or re-share.

There’s usually a voting system so members can ‘upvote’ their favourite posts on the platform’s Home page, helping you gain more exposure.

Sites to research then post to include:

Most of the good quality social bookmarking sites have their own set rules, be sure to follow these otherwise your content will marked as spam.

For example, if you try to post promotional links to Reddit, your account will be banned. It can be a worthwhile platform for sharing content, if handled the right way.

Answer the Burning Questions on Quora, compose a thoughtful answer and link to your related blog post.

3. Niche Social Bookmarking Sites

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Sharing your content in niche-specific sites will generate more relevant shares and traffic because your content has the right audience.

Niche social bookmarking sites have less traffic than the general ones but are much more focused, helping you spread your message in a much more efficient way. Getting attention on a niche social bookmarking site can help your branding development enormously.

Examples include:

4. Content Curation

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Some sites allow you to curate your content into their lists and collections. Doing this means your content can get in front of a larger audience.

Sites where you can curate your content include:

5. Content Aggregation

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Content aggregators collect content from other websites and “aggregate” it into one easy-to-find location – a win-win for readers and content-producers as visitors can find all content in one place, and creators get their content in front of a larger audience.

Popular content aggregators include:

Content aggregators tend to be automated and keyword based so may produce a lower quality, less bespoke output for the reader than curated sites.

6. Content Syndication (blog republishing)

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Content syndication involves sending your web-based content out to third-parties to republish on their own sites, to get your content in front of a bigger audience.

Publish on your blog site first, wait a few days until Google has indexed your post, and then get it republished on other platforms.

Or post a taster of your blog on the syndication sites with a link to your full article.

Add a rel=”canonical” tag code to the republished piece of content, with a link to the original content, to show Google which website originally published this content, and avoid duplication issues. For more information see https://moz.com/learn/seo/canonicalization.

Content Syndication sites include:

Conclusion

Just changing the format you present your content in can help reach a wider audience.

Content can involve many forms other than written blog posts. Repurposing your posts by leveraging different types of content is a smart (and efficient) way to attract new audiences.

Take time to listen and understand how your chosen content sites work, to ensure your efforts are well-focused and productive.

For blog-writing services to help grow your business contact jan@brilliantbusinessblogs.com or call 0344 545 9461.

How To Promote Your Blog – Part 1

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Once you are happy with your blog (see 7 Things That Make A Great Blog) you need to develop a system for getting it in front of as many of your target customers as possible.

Try out these tactics to discover what works best for your business. Once you have uploaded your blog to your website:

1. Social Media

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Share the blog on relevant social networks. For example, if you are looking for professional clients, LinkedIn is an excellent platform.

Tailor your message with your post to suit each network, such as using a long or short message, and adding appropriate hashtags.

Engage with people on social media including influencers, groups and brands, to grow your social media reach. Like, share and comment on their posts. 

Online communities allow you to build relationships and establish your authority. Provide value by getting involved in discussions, not just adding your links. Look for active, established groups that that suit your niche.

Create “evergreen” social media campaigns – a series of updates that constantly recycle themselves, to promote your post over and over again.

Try out scheduling social media scheduling tools (see Social Media Tips ) such as MeetEdgar, MissingLettr and CoSchedule to create an automatic queued library of your content.

Turn posts into Facebook ads to drive traffic to them. Target specific groups of people, such as people who like other Facebook pages in your niche, or who have an interest in specific topics.

2. Social Sharing

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Prompt web users to share your content by placing attractive Social Sharing Buttons and Click To Tweet widgets on your blog with a social sharing plugin, such as Social Warfare or Sassy Social Share Sassy Social Share.

Only include social sharing buttons for networks appropriate to your blog.

With Click To Tweet widgets, highlight a quote or phrase to stand out and encourage readers to share it.

3. E-Mail Marketing

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E-Mail marketing is one of the most powerful ways to promote your blog. To build a list of subscribers offer:

  1. An easy way for people to sign up to your list.
  2. A compelling reason to join your list, referred to as a ‘lead magnet’.

E-mail your subscriber list to start driving traffic to your latest post.

Include a brief “teaser email” to entice them to click through to your blog. Ask them to comment, like, and share it (include an easy link to share) to reach a wider circle of people.

Either send out an e-mail every time a new post is published (automate this using an RSS feed, for example via MailChimp or Mailer Lite), or send a newsletter of updates and latest posts at the end of the month.

Promote your content by including a link to your latest blog post and social profiles in your e-mail signature. Try Wisestamp or Drift.

4. Influencers

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Influencer marketing means reaching out to people in your sector who have a large number of followers, to promote your content to their followers. The right influencer sharing your post can make a huge impact on the number of views you receive.

There are tools you can use to find influencers, such as Buzzsumo or Kred. Alternatively, google your topic to find high-ranking blogs, research the people behind them on social media and check if they are good influencers to approach.

Contact them via social media or E-mail to let them know you have a blog post they might be interested in sharing with their audience.

Mention influencers in your posts (individuals or expert roundups) and include a link to them. Let them know you appreciate their work and have included a link to them in your piece. If it’s high-quality content, they might share it with their audience.

Interview influential bloggers, or ask them for quotes for your blog, to add unique value to your post that stands out. When it’s published, they are likely to share it with their followers.

Start making useful comments on the top blogs in your niche, to get the attention of other commenters and the blog owner (but don’t insert links to your blog in the comments). These readers might check out your blog, or invite you to guest blog for them.

5. Backlinks

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Win backlinks (also known as Inbound Links) to help your content rank on the competitive first page of Google.

Backlinks from high-quality sources in your niche prove to search engines that your post is also high-quality, and needs to be easily found by your ideal customers.

Research blog owners who might link to you by searching Google for list and resource posts on your topic, that have lots of links to other blog posts.

E-mail them explaining you enjoyed reading their post and that you wrote a blog on a related topic. Ask for their opinion, and whether they would add your link to their post, if they think their audience would be interested.

For lots more ways to build backlinks see Inbound Link Building.

6. Freshness

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Refresh your best-performing blogs regularly. Freshness is very important to Google when deciding which posts to rank where in search results.

Update posts with new information, so they continue to provide the best content for readers.

Set reminders to check how blogs are performing every 12 months, and whether they need revising. This could include:

  • Adding new tips, examples or insights
  • Answering questions raised in the comments section
  • Replacing outdated information
  • Checking all the links still work
  • Confirming  resources listed are still relevant
  • Adding images, screenshots, and graphs
Mark the headline as (Updated) or add a message at the top of the post with the date updated.

Conclusion

Use Google Analytics to see which strategies are working – how long visitors stay on your website reading posts, whether they convert to subscribers, and how much traffic is from social media versus e-mails.

Different posts may appeal to different audiences and need alternative approaches for maximum exposure.

Tweak your methods after gathering data, until you have created a process to use with every post published, to improve your return on investment (ROI).

For a chat about how our blog-writing services can help grow your business contact jan@brilliantbusinessblogs.com or call 0344 545 9461.

Business Blogging – 7 Things That Make A Great Blog

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You understand the importance of regular, quality blogs to your marketing strategy and growing your business (if not, see 8 Benefits Of A Long-Term Blogging Strategy).

Next question – what exactly should a great blog look like?

Never fear, here’s a guide to what should be included in a top-notch post – whether you write them yourself or outsource them to a professional Content Writer.

1. A Compelling Title and First Paragraph

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People have got to want to read your words of wisdom. Pique their interest with titles such as “How To…” or ” The Top 5…” to win maximum click-throughs.

The first (lead) paragraph must draw visitors in to want to read your second paragraph – it should be promising valuable information or unmissable insights.

2. Interesting and Useful Info For Your Target Audience

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Your blog post must be engaging for your ideal customers. It might outline new ideas or trends in your sector, or give your expert opinion on how to deal with a situation.

The language and level of detail should be a reflection of what works best for your audience personas (What are Audience Personas?).

This could mean establishing your authority in a field using technical language and references, or a friendly, informal dialogue if you want to build personal relationships with new and existing clients.

Either way, as Google gets better and better at working out context and how well you answer searcher queries, it’s essential your blogs provide quality content.

3. Use of Headings, Subheadings, & Bullet Points

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Headings and subheadings have a dual function:

  • they make the text much more readable and appealing for humans
  • they improve SEO by pleasing and guiding Google (and other search engines).

If a reader wants to skim paragraphs, or return to a particular point quickly, headings and bullet points improve the user experience.

4. Keywords

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To get maximum ‘bang for your buck’, take time to research the short and long-tail keywords that your ideal customers are using to search for your service, and the amount of competition different keywords attract (Keywords – What To Know).

Keywords should naturally occur (not be stuffed) in the title, headings, paragraphs and also feature in the URL address, for maximum SEO benefit.

Think carefully about ‘searcher intent’ – are your keywords those used by early-stage information-gatherers, or serious buyers? Which do you want to attract?

For example, ‘What training is needed for my managers?‘ versus ‘ IOSH Managing Safely course in Cardiff’.

Also remember that most searches are at the informational stage, and could become future potential leads, so a mix of blogs with keywords covering different search intent makes sense.

5. Attractive Images

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A good scattering of relevant pictures makes the article more attractive and enjoyable to read.

This reduces the chances of visitors ‘bouncing back’ quickly from your page, which Google penalises you for.

Images can also display something of your company brand and values – such as playful, humourous, corporate, or traditional.

6. Relevant Internal Links

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Internal links can be inserted into your blog where appropriate to add even more value to your readers, by showing them another relevant blog you have prepared for them.

You are trying to provide an excellent User Experience with your blogs, so visitors stay on your website for as long as possible.

This tells Google you are a truly great resource for that particular topic, and it should feature your website higher in Search Engine Results (SERP).

It also allows you to build trust and credibility with your readers, making them more likely to consider doing business with you.

7. Call To Action (CTA)

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Every post should have a Call-To-Action (CTA). This tells the reader what you want them to do, rather than just click away and forget you.

You may ask for comments, shares or likes. 

You may ask them to look at a product you sell, get a quote, or sign up to receive e-mails in return for exclusive content.

References:

For professional blog-writing services contact jan@brilliantbusinessblogs.com or call us on 0344 545 9461.

Visit https://brilliantbusinessblogs.com for more blogging and business growth inspiration.

8 Benefits Of A Long-Term Blogging Strategy

Your business is underway – your premises, products and staff are all organised. Now it’s time to look at a process to keep winning new business for the months and years to come – Welcome to Blogging!
 
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Blogs are an excellent way to catch the attention of your target customers and search engines on an ongoing basis.
 

Nearly 80% of companies that use blogging reported acquiring customers through blogging. The more content pages a site has, the more leads it gets (HubSpot, 2018).

Blogs should provide ‘added value’ to readers – meaning they will learn something relevant and useful to them, and realise you are an expert in the area they are interested in.

Whilst we all hate being sold to, free answers to questions bugging us is a whole different tea party.

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Blogs must be well-structured, include images and keywords, and solve a problem for your ideal clients.

For example, a recruitment company may offer tips on retaining top performers; a commercial finance broker may explain how to match finance types to business needs.

Blogging Benefits

1.Brand Awareness

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Brand awareness is vitally important – blog posting lets you show a human side of your business, and give a sense of your values and personality.

Blogging helps you develop a strong online presence, and engage with customers. 

It provides a way for you to discuss issues concerning your prospects, and build up their trust. 

For example, a car repair garage could post a blog on ‘What Your Mechanic Expects You To Know’, to remove any intimidation a new client might feel visiting their premises. 

2. Search Engine Optimisation

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Search engines love fresh, relevant content, and rewards it with higher search results visibility. Blogging is the most straightforward method of creating new online material.

Regular blog posts provide Google and the others with more pages from your domain to index, and more internal links for PageRank to crawl.

This gives your target market more opportunities to find you, and also for you to rank for your keywords.

70-80% of users ignore paid ads and only focus on organic results. (Search Engine Journal)

3. Customer Relationship Building

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Customer engagement is a hugely  important part of online marketing and branding.

Blogging lets you connect with existing and potential customers in a conversational way, and build interactions through relevant, quality content. 

4. Expertise Demonstration

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Blogging is a great platform to establish your credibility in an industry.

By providing valuable information and insights, customers see the knowledge and experience you have in your field.

This builds your authority and keeps you front-of-mind when prospects are ready to buy.

5. Sharing Opportunities

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A really powerful benefit of blogging is the opportunity it gives readers to share the link to your blog with their contacts, both directly and via social media and E-Mail.

94% of people who share posts do so because they think it might be helpful to others. (Impact)

6. Website Traffic And Leads

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Your blog helps you maintain an active social media presence and drive traffic to your website.

In addition, blog posts provide content for email newsletters, another excellent way to increase web traffic and sales.

Add a Call-To-Action (such as free e-book, webinar, factsheet) to each blog post to generate leads. 

7. Inbound Links Generation

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Having high-quality inbound links to your website is key for SEO success.

When you provide dependable blog resources, you naturally accumulate inbound media links, as authors and bloggers reference your content in their articles.

 8. Compounded Long-Term Results 

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Roughly one in ten blog posts are ‘compounding’, which means that over time you continue to win web traffic from that blog (Hubspot).

Evergreen content is particularly likely to be picked up and scaled by search engines in this way, and continues to generate new leads without any additional investment. 

SUMMARY

 

Sources:

 

 

For blog-writing services contact jan@brilliantbusinessblogs.com or call us on 0745 2086994/0344 545 9461.

Visit http://www.brilliantbusinessblogs.com for more blogging and business growth inspiration.

Welsh Wisdom For Business Growth – Chris Evans

Learning from those who have already succeeded in business makes a lot of sense. Ignore their pearls of wisdom at your peril.

In this series we gather advice from successful Welsh entrepreneurs, bringing together their advice and opinions, to inspire and guide you to ever-greater business growth.

Sir Chris Evans

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Sir Chris Evans made his fortune in bisociences. He was raised in Port Talbot, and set up his first business, Enzymatics, in Cambridge at age 29, selling his marital home to raise the capital needed. 

He went on to found companies including Excalibur, Merlin, Arthurian Life Sciences, Chiroscience, Celsis, Piramed, Vectura and Biovex. These are involved in research, development and investment into medicines, including for the treatment of cancer, retinal and arterial disease. 

Evans was one of the first to conduct stem cell research in 1995. He has built companies worth over £5 billion, employed over 4,000 scientists, advised governments, raised over £1.2bn in investment, and put billions into medicines research.

Evans launched the Life Sciences Hub with the Welsh Government in Cardiff in 2014 https://lshubwales.com/, backed by a £100m fund. The facility brings together investors, businesses and advisers to boost the biosciences sector in Wales. Successes include ReNeuron and Proton Partners.

Business Growth Advice

1. Gain Experience First

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“Go and join someone else’s firm first – and the smaller the better, because they’re the ones filled with perils”.

“It’s no good just being a load of blokes in a room saying ‘let’s go and do this!’. You’ve got to start with the technology and the products”.

Helpful Resources:

2. Don’t Worry What Others Think

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“Go for it. Better to spend one day as tiger than 100 years as a sheep”.
“The worst thing is you fail. And if you fail, no one’s going to laugh at you, because no one knows who you are, so they don’t care.” 
Helpful Resources:

3. Listen To Lots Of Feedback

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Don’t be secretive about your idea – get negative and positive feedback, change it, then run with it.

“Always, always focus on what your customer wants, what they really need. Visit them, talk straight and if you blow their socks off you win the contracts and the cash.

“Don’t guess anything. Don’t think you know better than the customer. It worked for me and, thankfully, still does”.

Helpful Resources:

4. Persuasiveness Is Key

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“Be Creative, Flexible, Think Outside The Box. Display Energy and Positivity”.

“Now is the ideal time to get stuck in as an entrepreneur”.

“Money is waking up again. There’s a huge amount of innovation and invention around the world – there are so many funds now and individuals willing to invest.”

Helpful Resources:

5. Be Determined

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Chris Evans’ motto is: “There’s always a way!”

“Nobody knows you nor cares, so back yourself and your dream and sell it to investors and sell everything you possibly can to customers”.

Helpful Resources:

6. Build The Right Team

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Chris Evans has always cited the difficulty in building effective and harmonious, quality management teams. He considers them the single biggest contributor to the success or failure of SME’s.

 

This is an often mentioned issue by leaders, so it is clear that the right board and management team is critical to business growth.

Helpful Resources:

 

Quotes by Chris Evans – Sources:
  1. https://businesswales.gov.wales/bigideas/sir-christopher-evans
  2. https://www.walesonline.co.uk/news/wales-news/professor-chris-evans-people-coming-15536353.amp
  3. https://www.cityam.com/1410744139/business-boffin/amp
  4. http://excalibur-group.co.uk/our-people/prof-sir-chris-evans/
  5. https://moneyweek.com/31166/entrepreneurs-my-first-million-sir-christopher-evans-enzymatix-45232/
  6. https://www.walesonline.co.uk/business/business-news/how-set-up-business-wales-14179163